Conservation of Resources Theory Interpretation of Co-destructed After-sales Service Encounters

Ebru Kuzgun*, Gulden Asugman, Maria D. Alvarezb

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The current study investigates the consumers’ co-destructed experiences with after-sales services (AS) through the lens of Conservation of Resources (COR) theory and Service Dominant Logic. The research is carried out in two phases. First, a qualitative study is conducted by analyzing consumer stories about co-destructed AS experiences with data collected from a public complaint website and three focus group interviews. Second, the proposed model is empirically tested on 207 consumer responses collected through a survey. The results reveal different paths on which consumers’ secondary losses either lead to low AS satisfaction or punitive behaviors after experiencing a co-destructed AS interaction.
Original languageEnglish
JournalServices Marketing Quarterly
Volume44
Issue number4
Pages (from-to)251-276
Number of pages26
ISSN1533-2977
DOIs
Publication statusPublished - 2023
Externally publishedYes

Keywords

  • After-sales services
  • Conservation of resources theory
  • Service dominant logic
  • Value co-destruction

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